The young women smiled ear-to-ear, recognizing what a historic and transformative moment it was for the North Texas basketball community.
On Sunday, the Mavs and Wings joined forces and announced a multi-year jersey patch sponsorship between the franchises. The business and philanthropic alliance is the first between a WNBA and NBA team operating under a different ownership group.
Of the 12 WNBA franchises, the Wings are now the 10th team with a jersey patch deal.
The Wings, owned by a group led by Chair Bill Cameron, will wear the Mavericks’ GEM patch for all of their games after inking the deal.
“Every partnership has benefits and attributes,” Wings President & CEO Greg Bibb said. “But rarely do you get a partnership where it’s so pure and so natural. I think this is a true ‘one-plus-one’ equals far more than two kind of opportunity for both of us. I think for the Mavericks, we provide an avenue to the heart of women’s and girls basketball in the region, which will allow them to take the good work they’re already doing and really extend it in an authentic way.
“This makes sense in so many different ways, with so many different angles. The WNBA and NBA have a long history together, so even if there isn’t a co-ownership opportunity in the market, hopefully, we have opened some eyes with how beneficial it can be for each organization, and most importantly, the community.”
The Mavs created the pivotal GEM program to engage, inspire and empower young females through physical activity as a backdrop to their development and success.
The franchise launched the GEM initiative during the pandemic, and it’s since become one of the most cherished programs in the organization. The program focuses on five pillars: education, financial literacy, mental health, physical health, and sports.
“This is a great day,” Dallas Mavs CEO Cynt Marshall said when she took the podium at Sunday’s press conference. “I am so proud to stand here and represent the amazing Dallas Mavs, the newest sponsor of the WNBA’s Dallas Wings.
“I’m thankful to our Mavs staff, who made this possible. Some of the Dallas Wings’ players here today have already done work with the GEM program. So, we’re hoping that we get a lot of publicity from this so people will know the role these two platforms can play in the lives of young women. We can advance the work in the community and raise the bar.”
Kameron Patton, who is entering the third grade next week, was among the girls who participated in a Mavs and Wings joint press conference at College Park Center.
When Mavs.com asked about the event, Patton, 8, summed it perfectly: “Today was about dreams. Girls are just as good as boys. At least I am! So yeah, I’m really happy. I’m having fun. I have no idea what they were talking about up there. It was like another language, but I like the colors on the uniform. It’s blue and green with the Wings on the jersey and now the Mavs. It’s very pretty.”
Mavs and Wings employees, community leaders, basketball pioneers like Nancy Lieberman and the media attended the groundbreaking press conference. It was a festive and joyous occasion to mark a new beginning in the North Texas community.
“The Mavs and Wings have enjoyed a great partnership over the last few years,” Marshall said. “I was here at the season opener, and let me tell you, Coach LT (Latricia Trammell), there is a spirit in the atmosphere. Thank you so much for not only how you are touching players, but the community. You are touching all of us as well.
“Our partnership with the Wings is special. We have worked in the community together, attended each other’s games and supported each other in various ways. Now is the right time to take this great relationship to the next level. And by doing so, we will expand our Girls Empowered by Mavericks (GEM) program and take it to new heights.”
Veteran employees stood back in awe during the press conference, recognizing the magnitude of the moment. Mavs Academy GEM coaches lined the walls.
What started as an answer to a problem years ago is now a program worn on the jersey of some of the world’s top women basketball players.
The GEM program was born from a dream that sparked in a conference room right before the 2020 pandemic. Mavs senior vice-president Greg Nared noticed a text message on his phone before a meeting.
It was from one of his former players who was ready to halt her basketball dreams. The young athlete had grown too weary, frustrated and exhausted with the game. She felt like basketball was no longer enjoyable.
The text pierced the souls of the entire Mavs Academy staff, and they immediately recognized the need for change. The young girl had no idea that her cry for help would ultimately propel the Mavericks to act, and it would become a pivotal moment in the franchise’s history.
Nared asked his team to think big and said: “We need to try and help these girls. So, what can we do?”
Mavs employees decided first to listen.
They started with a focus group of 30 female Mavs Ballkids. Organizers asked the girls questions such as: “What makes you want to quit sports?” or “Why do you play sports?”
With trust and time, the girls began to open up and explain the pressure they felt in the game and the lack of support. Soon GEM supporters realized the North Texas basketball community had an obligation to provide answers and give the girls a platform to create change and inspire purpose.
The Mavs decided to spotlight girls and teens between ages 9 and 14.
According to the Women’s Sports Foundation, participation in activities like basketball positively impacts the health and well-being of female youth, but twice as many girls quit sports by the age of 14.
There are a few reasons for this, like social stigmas and the lack of positive role models who are there to support and encourage young women.
GEM officially launched on March 9, 2021, for Women’s History Month.
Two years, four months and 28 days later — a new jersey patch sponsorship with the Wings was signed.
“It’s really about an investment with these girls,” Marshall explained. “We also want to tell our perspectives. Stories drive home the mission of GEM. Leadership is important, and we have platforms to tell stories.
“We’re so thankful to have legends like Nancy Lieberman involved. We don’t want our history and stories to get lost. There’s a ton of support here, and we have a chance to make a difference with the Mavs and Wings.”
Two weeks ago, the Mavs brought in a few dozen young girls from a local Boys & Girls Club to attend their first basketball camp.
The event was one of several all-girls GEM basketball camps the franchise hosted this summer. Most of the children who attended in Duncanville represented low-income or under-resourced households and they had never been to a camp, much less one of a NBA or WNBA caliber.
Mavs center JaVale McGee made a surprise appearance, and right away he recognized a different energy in the air.
“Now this is fun,” McGee said as little girls thanked him for the visit. Their questions were poignant and reflective. They wanted to know who McGee was off the court and why he cared about girls’ basketball.
“My mom (Pam McGee) is my hero,” McGee told the youth, explaining how his mom won an Olympic gold medal followed by him. “I also have a daughter about your age. So, to me girls playing basketball is very normal. Always remember that girls can do anything.”
Murphy DiRosa is the Mavs Business Operations Coordinator. She said GEM camps are unique because the young ladies leave with a new passion for the game and friendships to go along with it.
“It’s a different experience being all girls,” DiRosa said. “We do a lot of character-building activities, and we’re big on encouraging the girls. We start the day with positive affirmations, we talk about our CRAFTS at the Mavs, and they get to have a different experience built on empowering the girls. It’s a good time.”
What sets Mavs GEM camps apart is that the girls are coached by an all-women staff, creating an environment that promotes empowerment and gender equality.
Beyond basketball drills and training sessions, the camp includes daily journaling sessions and self-discovery activities to foster character-building and personal growth.
The Mavericks’ organization is committed to encouraging young girls throughout the year, hosting several GEM events to ensure a sustained impact on their lives.
Several Wings’ players have participated in GEM events over the last few years. They said investing in young girls and teens is essential because they will someday be the ones on the court.
Plus, a little hope and encouragement can go a long way.
“We had our autograph signing yesterday, and just to see the faces of the kids light up when they see you is inspiring,” Wings standout Satou Sabally said. “When you inspire the kids because you play basketball (it’s special).
“I love to play basketball and am eternally grateful for that. We must show up as females and let the girls know, ‘Hey, this could be you.'”
Marshall said this is just the beginning, and the future is limitless between the Mavs and Wings.
“Together, we are going to make a bigger investment and do even more for girls and women in sports,” she added.
The Mavs and Wings agreed to place the new jersey patch on the front of the uniform to show “unity and togetherness” between the franchises.
The two organizations gave a unified front on Sunday, and it was the start of a powerful partnership that will hopefully transcend the basketball game and community.
The Wings’ matchup against the Chicago Sky was also re-named the Inspiring Women Game, with GEM as the presenting sponsor.
Marshall was awarded the Nancy Lieberman Women of Inspiration Award at halftime.
“We see GEM participants as the talent pool to represent future women in sports, business and other careers,” Marshall said. “And we are emboldened to move the needle towards female representation and equality.”
The Mavs and Wings believe this generation of young girls will change the world.
They already have.
WNBA JERSEY PATCH SPONSORSHIPS:
Dallas Wings — Dallas Mavs GEM program
Atlanta Dream — Emory
Chicago Sky — Univ. of Chicago
Connecticut Sun — Yale New Haven Health
Indiana Fever — Salesforce
Las Vegas Aces — EquiTrust
Minnesota Lynx — Mayo Clinic
N.Y. Liberty — Webull
Phoenix Mercury — Fry’s Food Stores
Seattle Storm — Providence Swedish
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